Jimmy Choo has launched ‘Choo 24:7 Stylemakers’, an interactive microsite at www.choo247.com and accessible via www.jimmychoo.com that brings to life the personality of Choo 24:7, the brand’s ‘perfect shoe wardrobe’ of iconic Jimmy Choo styles. Mirroring the creative concept for the brand’s advertising campaign, the site celebrates street style photographic reportage with an image gallery showcasing fans wearing Jimmy Choo across time zones, day to evening, 24:7. The site invites fans and photographers to participate by submitting their own street style images illustrating their personal style. A selection of the best images are uploaded onto the site and shared with fans internationally, reflecting the global personality of Jimmy Choo.
The site responds to the growing interest in street style photography and the social aspect of sharing fashion and style imagery. Users will be able to create their own Stylemaker photo galleries on the microsite and post images direct from Facebook or from personal digital photo albums. Stylemaker photo galleries on the Choo247.com microsite may then be shared via social media. Photos tagged on Instagram with #choo247 will also feed to the site. To launch the program, Jimmy Choo has collaborated with renowned street style photographer, Eddie Newton, best known for his fashion blog www.mrnewton.net. Newton has photographed headline Stylemakers exclusively for the choo247.com site – his subjects for Jimmy Choo are frequent personalities of street style photography – Caroline Issa in London and Jessica Joffe in New York. New headline Stylemakers will be added each season in different cities around the globe throughout 2012/13. Next stop: Milan, Antwerp, Paris, Los Angeles and Tokyo.
The site also features curated content with archive images of celebrities, ad campaigns and Jimmy Choo events. The gallery of pictures may be filtered by time of day and city.